Practical Marketing Communication

This module is designed for business professionals who need to understand the principles of marketing communications but haven’t formally studied the subject or have limited knowledge of the topic. It aims to provide attendees with a practical overview of the main aspects of marketing communications (including the use of digital tools) to help an organisation acquire, convert and retain customers.

Key topics covered:

The role and function of marketing within an organisation

Market segmentation and brand positioning

The key factors that influence customer behaviour

Marketing planning

How to apply and adapt the marketing mix (including the use of digital communication tools such as search engine marketing, mobile marketing, social media, etc.)